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Project 1
- 1. Publix Social Media Strategy Ryan Forgas 05/26/2017
- 3. Executive Summary The Publix goal for 2017 will be to grow our following, through expansion into new states, to gain new customers, and to reach out to them online. The primary focus will be to promote our new stores and sales through our social media platforms, to gain new customers from these uses of social media.
- 4. Social Media Audit Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter Twitter.com/publ ix 234,000 5 tweets Facebook Facebook.com/p ublix 2.77 million likes 5 posts Instagram Instagram/publix 79,000 5 posts Linkedin Linkedin.com/pu blix 73,000 2 posts
- 5. Social Media Assessment Summary
- 6. Website Traffic Sources Assessment Source Volume % of Overall Traffic Conversion Rate Twitter Facebook Instagram Linkedin
- 7. Website Traffic Assessment Summary
- 8. Audience Demographic Assessment Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
- 10. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses
- 12. Social Media Objectives 1. Increase visitors for our social media brands by 10% by the new year. 2. Increase our Twitter followers by 15,000 by the new year. 3. Increase our Instagram followers by 20,000 by the new year.
- 13. Online Brand Persona and Voice Words that describe us: Friendly, Helpful, clean. When interacting with customers we are: friendly, resourceful, knowlegable, kind.
- 14. Strategies and Tools Paid Strategy: Weekend posts on Facebook should receive likes of 100, and 100 shares. Owned: Through the #Publix4Customers hashtag campaign, we will promote the campaign by showing off stories, pictures, of customers and or employees, going above and beyond the call of duty to ensure satistfaction. Earned: Gift cards will be given away to customers through weekly giveaways. Tools: Hootsuite, Photoshop
- 15. Timing and Key Dates Key Dates: July 4th Thanksgiving Christmas Halloween
- 16. Social Media Roles and Responsibilities Media Relations Maria Brous: Director of Media & Community Relations
- 17. Social Media Policy With social media being such a huge part in the daily lives of the people in our society, it must be clear that company messages, interactions with customers must be clearly conveyed in a mindful manner. Respecting others, no arguing, no talking bad about competitors, show excitement for the company, solve problems, use common sense.
- 18. Critical Response Plan Scenario 1- Inappropriate Facebook post by Publix Action Plan When the post is seen, screenshot the post, delete the post, alert Maria Brous. Maria will collaborate with her team on what action to take next. If media saw the post, contact Maria Brous. Punishment will be handled accordingly.
- 19. Critical Response Plan Scenario 2: Store fire, nobody injured. Action Plan Have team alert the store manager, store manager alert Maria Brous. Maria will get with her team on situation Maria will push the message through media and social media Maria will inform public of incident and no injuries. Encourage positive tweets about there being no injuries.
- 20. Measurement and Reporting Qualitative KPI:
- 21. Measurement and Reporting Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter Twitter.com/pub lix 250,000 7 tweets Facebook Facebook.com/ publix 2.8 million 7 posts Instagram Instagram.com/ publix 100,000 7 posts Linkedin Linkedin.com/p ublix 80,000 3 posts
- 22. Website Traffic Data Source Volume % of Overall Traffic Conversion Rate Twitter 1000 unique visits 15% Facebook 10000 unique visits 30% Instagram 750 unique visits 7% Linkedin 500 unique visits 5%
- 23. Result Assessment The results show that we increaed our followers, likes, and visits, on each of our social media platforms, and by doing so, reached our desired goals.